Sales Automation: Fast-Tracking Productivity and Revenue

Sales teams often spend far too much time on data entry, follow-up emails, and searching different systems for information. If that’s your team, you’re not alone.

A study by Forbes revealed that sales reps spend 65% of their time on non-revenue-generating activities! 
The good news is that sales automation can greatly reduce that time. McKinsey estimates that companies can automate a third of all sales tasks.

Automation tools reduce manual work, boost productivity, and maximize your lead conversions. Let’s explore the ways and tools to reclaim lost productivity hours and boost your earnings.

What is Sales Automation?

Sales automation is all about using technology to perform routine and repetitive tasks within the sales process. 
While sales automation can handle basic tasks like capturing leads or sending follow-up emails, it also helps manage customer relationships. Automation can track interactions, qualify leads, and guide prospects through the sales funnel.

Ultimately, automation frees up sales agents from admin work and gives them more time to build relationships and move deals forward.

How Is Automation Used In Sales?

Sales teams use sales automation in key areas of their workflow. Here’s where it’s often applied:

Lead Management  

Imagine a potential lead filling out a contact form on your website. Without automation, your sales rep would need to spend time manually entering contact details into the CRM. Data entry by hand, however, is prone to delays and errors, which can affect the quality of your data and cause missed opportunities.

Using automation, the system quickly captures and logs lead details into the CRM software, making follow-up easy.

Prospecting

Before automation, B2B salespeople had to manually research and find lead contact information from a variety of sources. Imagine sorting through contact details and data on multiple industry websites, business directories, and LinkedIn to find what you’re looking for. Afterward, you have to enter the information manually into your CRM.

With automation, prospecting tools can sift through vast amounts of data and generate lists of prospects. Integration with your CRM allows for automatic lead creation.  The information is updated automatically with contact details, company information, and other available data.

Follow-Up Emails

Without automation, your sales rep would need to write and send personal emails to every lead. They would have to do this every time there was a demo, inquiry, or proposal request.

Consider how difficult this would be when the lead count is high.

With automation, you can schedule a series of emails based on what a potential prospect (or customer) does.
For example, if a lead doesn’t respond after a demo request, the system can send an automated follow-up email to continue to nurture the lead. Artificial Intelligence (AI) can even write personalized follow-ups after the conversation, tailoring the message to reflect the specific details of the conversation.

It’s been found that automated emails are 133% more likely to be relevant to customer purchase cycles.

Task Reminders

Sales agents have many tasks to juggle at any given time. These include follow-ups, demos, and meetings. Automated reminders are key automation that is used to notify sales agents of upcoming tasks and important actions.

For instance, you can automate a reminder if a lead isn't followed up within 45 days. These reminders can be email notifications, in-system alerts, task generation, or calendar integration.

Pipeline Management

Manually updating the sales pipeline would require sales reps to track every deal and change statuses as deals move through stages. Of course, this can lead to errors and outdated information.

With automation, the system updates the pipeline based on specific actions.

For example, when a rep sends a proposal, the deal status automatically shifts to "Proposal Sent." If the customer signs the contract, the status changes to "Closed-Won" without the rep needing to intervene. In this way, sales managers always have up-to-date and accurate data.

Order Management

When a customer places an order, automation simplifies the process. There is no need to manually update inventory, generate invoices, or send confirmations. Instead, the system updates inventory levels in real-time, instantly creates invoices, and sends order confirmations without delay.

By automating these steps, businesses can streamline the order fulfillment process. This speeds up deliveries and provides customers with a smooth, hassle-free experience from purchase to delivery.

Related: Customer Experience Management: The Complete Guide

Benefits Of Using Sales Automation In Business

Here are the top advantages of using automation in your sales process:

1. Reduces Manual Work

Automation significantly reduces manual work and administrative pressure for sales agents. In fact, sales professionals estimate that automating data entry, note-taking, and scheduling tasks saves them two hours and 15 minutes each day.

Instead of logging call details or updating CRM records manually, automation captures important data right away. This includes call dates, outcomes, and follow-up actions after each interaction.

With automation, your sales reps can regain lost hours.  They’ll have more time for direct customer engagement, and revenue-generating activities.

2. Helps Focus on the Right Leads

Modern systems don’t just label leads as "hot" or "cold." Instead they evaluate a variety of factors—like how often a lead engages with your content, what they’re interested in, and their overall behavior.

This way, the system continually and automatically qualifies leads in real time. It helps your team laser-focus on the leads that are most likely to convert.

3. Helps Make Better Decisions

Automation helps ensure that data is accurate and consistent and having reliable information helps leaders make better decisions.

For example, lead management systems keep data updated, removing duplicates and errors so you get a clear view of opportunities in the sales pipeline. You can then better prioritize leads, allocate resources, and adjust sales strategies accordingly.

Another way automation improves decision-making is through analytics tools that automate data collection and analysis. These tools give sales managers quick access to insights like conversions, team performance, and sales cycle metrics. It’s an easy way to spot issues and make quick decisions.  According to an in-depth survey of over 1200 companies, 80% of companies reported revenue increases as a result of real-time data analytics!

4. Ensures Consistent Follow-up

Missing a follow-up or taking too long to follow up can cost you a sale. This is significant because research shows that 35-50% of B2B sales go to the vendor that responds first.

Automating follow-ups means you can respond to leads quickly. Automated follow-ups work by tracking what customers do, like opening emails or filling out a contact form. When the system sees a specific action, it automatically sends a follow-up message based on the rules you set.

5. Improves Customer Experience and Loyalty

Automation systems, such as customer relationship management (CRM) tools and marketing automation platforms, analyze customer behavior and trigger communications.

These behaviors can trigger communication, such as tailored offers or follow-ups on abandoned purchases.

Automation can even flag upsell opportunities based on the customer’s purchases. For example, if a customer orders a laptop, the system could suggest a laptop bag, external hard drive, or anti-virus subscription.

These types of automation make it possible to personalize communication on a large scale.

Consider Amazon. You’ve surely received personalized recommendations based on items you’ve purchased or looked at on their site. With this AI-driven automation, they’re enhancing customer experience and increasing customer lifetime value.

6. Shortens Sales Rep Onboarding Time

Depending on your company and the complexity of your products or services, onboarding new sales agents can take months. This can include training on products and services, CRM knowledge, sales processes and scripts, and more.

Sales automation tools streamline this onboarding process.

Automated onboarding platforms, use automation to deliver tailored training content and track progress.

For example, the systems automatically assigns interactive training modules and simulate sales scenarios. They also automate progress tracking and notification reminders. This type of automation for sales reduces onboarding time so agents can start faster. 

The Role of CRM in Sales Automation

Customer Relationship Management (CRM) systems are integral part of sales automation. They offer powerful tools to manage and streamline customer interactions and. Here’s a deeper look at how CRMs automate sales functions.

Automated Data Centralization

At the core of any CRM is its ability to centralize customer data. When connected to tools like email, phone systems, and social media, CRMs can collect and store information automatically. Automated data collection keeps customer profiles up-to-date, allowing sales teams to see each prospect's complete, up-to-date profile.

Automated Lead Management

CRMs can automatically assign leads to the most suitable sales representatives based on factors like region, industry, or lead score. This targeted approach ensures that the right rep is engaging with the right lead at the right time, increasing the likelihood of closing deals.

RMs also automate lead nurturing by managing follow-ups, tracking interactions, and sending reminders based on predefined criteria. This guarantees timely and relevant communication with leads, all without the need for manual intervention.

CRM as the Hub of Automation

CRMs act as the central hub for different sales automation.  For example, they can manage email campaigns, track sales pipelines, and handle task management all in one place. This helps sales teams organize their tasks, track their progress, and ensure that their workflows are efficient and consistent.

Popular CRM Platforms

Popular CRM platforms offer a range of tools to streamline sales processes, automate tasks, and help teams manage customer relationships more efficiently. Here's a quick look at some of the top options available:

• Salesforce: A robust CRM with automation for workflows, sales forecasting, and customer interactions.
• HubSpot: An easy-to-use CRM offering automated email tracking, lead management, and pipeline organization.
• Zoho CRM: An affordable CRM with automation for lead nurturing, email follow-ups, and sales reports.
• Pipedrive: A sales-focused CRM that automates follow-ups, lead tracking, and deal management to keep the pipeline moving.
• SugarCRM: A customizable platform with automation for marketing, sales processes, and detailed analytics.

5 Must-Have Platforms and Tools For Sales Automation

A multitude of sales automation tools are available to bring greater efficiency to your sales process. To truly unlock their potential, these tools must integrate with your CRM system.

Here are the top sales automation software and tools, along with some popular options for each:

1. Lead Enrichment Tools

Lead enrichment tools compile lead information into a single business database. These tools help B2B sales teams gather and qualify leads with minimal effort. When integrated with your CRM, the system automatically populates new profiles into your system. Each record will be complete with relevant contact and company information.

Popular Lead Enrichment Tools include:

• ZoomInfo
• Clearbit
• Linkedin Sales Navigator

2. Email Automation Tool

Email automation tools simplify sending routine and repetitive emails. Email sequences, drip campaigns, and behavior-triggered messages help maintain consistent and timely outreach.

Popular email automation tools include:

• Mailchimp
• Hubspot
• Active Campaign

3. AI Chatbots and Live Chat Solutions

Artificial intelligence and chatbots are transforming the sales process. Chatbots can answer common questions, qualify leads, and even schedule meetings without human intervention.

AI tools like net2phone AI can perform advanced tasks, like sentiment analysis, so agents can gauge how prospects feel and adjust their approach. It also automatically generates follow-up emails, call summaries, and coaching notes after each conversation!  

Popular chatbot and AI tools include:

• net2phone AI
• Drift
• Intercom

Related: How AI Can Improve Customer Experience: 8 Powerful Ways

4. Quote and Proposal Generators

Proposal generators automate the creation of proposals and quotes. When the rep needs a new proposal, they simply select a pre-approved template and enter a few specifics. The system will automatically populate the document with relevant details and pricing. When integrated, these tools pull data directly from the CRM, including client details, product information, and pricing. It then automatically generates tailored proposals.

Popular prosal generators include:

• Pandadoc
• Proposify
• Qwilr

5. Cloud-Based Contact Center Platforms

Contact center solutions like net2phone’s uContact, play a key role in sales automation by improving customer interactions. They integrate various communication channels like phone, email, chat, and social media—into a unified system. They also offer a multitude of sales automation features, including:

• Progressive Dialers automatically dials the next lead on a list once an agent becomes available.
• Predictive Dialers use algorithms to dial multiple leads simultaneously, predicting when agents will be available based on call patterns. It also maximizes talk time by only connecting agents to live calls.
• Skills-based routing automatically directs new leads to the most appropriate agent based on factors like expertise or location.
• Automatic Call Logging tracks every call made and received, capturing essential information in your system. It helps keep track of performance and follow up with thorough records.
• Real-time Analytics and Dashboards give you immediate insights into call metrics and agent performance. This data highlights what’s working and what needs tweaking, allowing you to make quick adjustments to strategies.
• Automatic Call Transcriptions automatically creates written versions of voice conversations, making it easy to review and analyze interactions. This is especially useful for training, coaching, and compliance.
• Built-in Chatbots automate responses to sales queries and can help qualify leads at any time without human intervention.

Related: What Is An Omnichannel Contact Center And Why It Matters

How to Start Automating Your Sales Process in 5 Steps

While there are a lot of automation tools and platforms, getting started with sales automation doesn’t have to be overwhelming. Here are a few steps to kick off the journey:

1. Identify Repetitive Tasks: Start by identifying which tasks your sales team repeats often, like data entry, follow-up emails, meeting scheduling, and lead assignments. 

2. Choose the Right Sales Automation Tools: Select tools that integrate easily with your existing sales stack and fit your team's needs.  

3. Integrate with Your Tools: Make sure the automation tools you choose integrate smoothly with your existing systems whether it’s CRM or other platforms. This will keep your customer data and activities in sync, helping your team work more efficiently.

4. Start Small and Scale Gradually: Don’t try to automate everything at once. Start with a few key areas that will make an immediate impact. With time you can add more complex automations.

5. Track and Optimize: After setting up automation, monitor its performance. Analyze data to identify what’s working and where adjustments are needed. Automation is a continuous process that should evolve with your business needs.

Final Thoughts: The Future of Sales Automation

Looking ahead, AI and tech are set to make sales automation smarter and more efficient. Tools will get even better at speeding up processes, personalizing, and predicting outcomes. 

But remember, while automation can take care of a lot, it can’t replace the human touch. The best approach will blend the speed of automation with the personal connections that appeal to customers and prospects. 

Ready to add time-saving automation to your sales process and see real results? Explore net2phone for sales. 

Frequently Asked Questions

What is sales automation?

Sales automation refers to the use of technology to streamline and automate repetitive sales tasks, such as lead tracking, follow-ups, and reporting.

What is the main purpose of sales automation?

The main purpose of sales automation is to improve efficiency and productivity in the sales process, so teams can focus more on selling rather than administrative tasks.

What are the disadvantages of sales automation?

Disadvantages can include a lack of personal touch in customer interactions, potential over-reliance on technology, and the need for ongoing training and maintenance.

How does sales automation work and increase sales?

Sales automation works by using tools to manage leads, automate follow-ups, and analyze performance, ultimately helping sales teams close deals faster and more effectively.

Sales automation vs. marketing automation

Sales automation focuses on streamlining sales processes while marketing automation targets the management of marketing campaigns and customer engagement efforts.

How does marketing automation help sales?

Marketing automation helps sales by generating qualified leads, nurturing prospects through targeted campaigns, and providing valuable insights into customer behavior.